Tips to increase the open rate of your newsletters

Newsletters continue to gain importance in the world of Inbound Marketing. They are a key digital strategy for brands that companies use to get users interested or interested in them through their email inboxes. Therefore, it is important to be clear about what they are, why you should use them and how you can do it to increase the opening rate of your email.

what is a newsletter?

This marketing tool is a digital publication that is distributed via email with a certain frequency: it can be daily, weekly, monthly, bi-monthly..

It is usually made up of different articles of interest to subscribers about the brand and contains offers or CTAs towards premium content or a new product or service. It is also essential that users who receive this type of communication have previously agreed to receive the information.

what is a newsletter for?

Newsletters stand out for their great potential for conversion and loyalty. Due to their low cost, brands are able to impact their users more times, thus maintaining a continuous link with them. They also generate so-called web traffic, a way to further stimulate sales of their products or services.

However, when it comes to these communications, we must be careful, innovative and think of the user first. In the same way, it is essential to carry out what is known as hyper-segmentation, i.e., do not send the same thing to everyone, but first segment the communications so as to attract more attention.

5 more reasons to use newsletters

• Email is still one of the media with the longest lifecycle today, even more than the famous social networks.
• 91% of marketers check email at least once a day.
• Email is the primary lead generation channel for marketers.
• The audience that receives them is interested and predisposed to receive that content.
• Itdoes not require a large financial investment and allows you to drive more traffic to your website.

6 key tips to increase email open rates

1. review your subscriber list and make it more attractive. This is also where the so-called double opt-in system comes in. This consists of sending an email with a link once the desired and interested person has subscribed. If this contact really wants to subscribe or get information, he or she will click on the link again.
2. know your audience and segment your campaigns. As we have already mentioned, hyper-segmentation is necessary to offer the best content to each user. Some of the ways in which you can segment them are: by sex, by age, by geographical location, by the position in the company they work for or by their interest in receiving commercial offers.
3. choose a suitable day and time to send emails. As a warning, in general, Monday is usually a bad day to send emails. You are coming back from the weekend and finding your inbox full to overflowing is not very pleasant. The same happens on Friday, since on that day you usually leave your inbox and email clean to rest and disconnect for the weekend. So from Tuesday to Thursday you can choose your favourite option or the one that you think will be most successful.

4. take care of the first impressions. As in life, in general, first impressions count a lot. Therefore, a good image of our email and our newsletter can score us many points. Some aspects to take into account to personalise are:

• Personalise the sender: It is recommended that we personalise our emails to increase the opening rate of the email. The ideal is to configure each message with the name and surname and not put senders such as "commercial department".
• Personalise the subject line: This little sentence is your chance to get your email opened, so be witty and direct.
• Customise your email text preview: This is the text we see before opening an email, after the subject line. By default, it is usually the preview of the first few lines of your email text. It is very important that it is short, attractive and direct .

5. configure an effective CTA. A call to action is a message that can sometimes be a reason for failure for many email marketing campaigns. Consider that if your CTA is not visible, the user may not even be interested in looking for it. However, do not saturate your emails with them and look for an attractive or curious call to action. You can use text, images, bold fonts, and so on.
6. write your emails in the first person. The tone of your emails should be as if you were speaking to a single person. It is also better to speak in "tú" rather than "usted" to bring proximity to the situation. If your company allows it, you can even add emoticons, gifs or funny memes, always depending on the audience you are addressing. In addition, for most SMEs, it is easier for subscribers to associate the company with the person they usually talk to than with the name of the company.

If there is one thing we want to make clear to you, it is the importance of newsletters. Moreover, knowing these tips to increase the email open rate, you will have no problem to make your users loyal and enjoy your emails. You just have to review them again and start putting them into practice.